In late 2015, MasterCard set out to improve its digital marketing strategy and performance. The payments giant had been lagging behind its competitors in terms of organic traffic and engagement, and so it decided to revamp its approach to content marketing.
The company knew it needed to produce high-quality, engaging content that would appeal to both consumers and search engines if it was going to improve its digital presence. However, it was also aware that creating this type of content takes time, effort and money – all of which were in short supply.
MasterCard decided to focus its limited resources on creating a small number of pieces that would have a big impact. It enlisted the help of a couple of agencies, including Contently, to produce these ‘hero’ pieces of content.
The results have been impressive. In just over a year, MasterCard’s organic traffic has increased by 400%. And although the company won’t share specific numbers, its engagement metrics – including time on site and pages per visit – have also increased significantly.
MasterCard is just one example of a company that’s seen success by investing in quality over quantity when it comes to content marketing. In an ever-more competitive digital landscape, where audiences are bombarded with low-quality content, those who produce top-notch material will reap the rewards.
If you want to create quality content that will help you stand out from the crowd and achieve your business goals, here’s what you need to know…
What is quality content?
There’s no one-size-fits-all definition of quality content – what counts as quality varies from industry to industry and even from person to person. However, there are some general characteristics that all quality content should have:
It’s original: Quality content is fresh and unique, not copied or plagiarised from other sources. It brings something new to the table that will interest and engage your audience.
It’s well researched: All claims made in quality content are backed up by evidence from reputable sources. This shows that you know what you’re talking about and helps build trust with your audience.
It’s well written: Quality content is clear, concise and free from grammar and spelling mistakes. It’s easy to read and understand, even for those who aren’t experts in your field.
It’s visually appealing: High-quality visuals can make your content more engaging and easier to digest. They can also help break up long blocks of text and add visual interest.
It solves a problem: Quality content provides value for your audience by solving a problem or answering a question they have. It should be relevant to their needs and interests.
